Lonta AI | Lead ceiling after dispatch costs
https://lonta.io/tools/lead-cost/
Version: October 8, 2026. Planning arithmetic; no market benchmark.

Job type / service area:
Acquired-lead group and dates:
Collection follow-up cutoff:
Acquired leads (purchased, deduplicated inquiries, including unbooked):
Booked appointments:
Completed, collected jobs:

A. Average collected ticket per completed job:
B. Direct variable costs per collected job:
C. Extra travel/callback costs per collected job (not already in B):
D. Required retained contribution toward fixed overhead and profit:
E. Booking rate = bookings / all acquired leads:
F. Collected-job rate among bookings = collected jobs / bookings:
G. Unsuccessful-visit cost / all acquired leads:
H. Additional acquisition fees / all acquired leads (exclude advertising):

Use E and F as fractions, not whole percentages.
Advertising ceiling per acquired lead = E * F * (A - B - C - D) - G - H.

INVENTED EXAMPLE
A=420, B=145, C=35, D=85, E=0.60, F=0.50, G=12, H=3.
Ceiling = $31.50. If C becomes $80, ceiling becomes $18.00.

Do not double-count labor or travel. Label fixed-fee allocations and planned volume.
A nonpositive ceiling means no positive ad allowance under the entered assumptions.
Future customer value, taxes, displaced jobs and incremental ad effects are excluded.
Reuse this worksheet with attribution to Lonta AI and the source page.